In May 2007, NJFPR was hired by Westin Hotels & Resorts to advance the brand's repositioning as a lifestyle brand and authority on wellness. One year later, NJFPR has achieved more than 200 million media impressions for Westin, including several articles in each The New York Times, Wall Street Journal, USA Today and Chicago Tribune; hits in TIME, Shape and Self magazines; coverage on influential online outlets such as MSNBC.com, Reuters.com, CNN.com, About.com and Gawker.com; and a lengthy feature on The TODAY Show.
The Agency guided Westin through several high-profile guerrilla stunts and advised the brand on luxury initiatives aimed at increasing its visibility and stature. Throughout the last 12 months, Westin has enjoyed an overwhelmingly positive portrayal in the media, including features describing the brand as "a trendsetter," "the Oprah of hotel chains," "ahead of the game" and "a lifestyle and not merely a hotel."
